Creative Challenge:
There were two challenges for Scotts of Stowe, the first was a new creative proposition to market via inserts, the second was that the inserts needed to weigh no more than 105 grams as a finished piece.
Creative Strategy:
As a credit card protector, that blocks scanners from reading the card details inside your wallet, thereby stopping your identity being stolen without your knowledge, Skimguard is a complicated proposition. Mainly, no one really knows this is happening, banks are not telling customers and it doesn’t look complicated, in fact it looks like a slightly thicker credit card. Our insight was to create an education direct mail piece, that could be translated into OTP advertising, digital marketing and DRTV, all supported by good PR in national papers. 1.3 million pieces were printed and inserted into a range of Scotts of Stowe catalogues. The product continues to be successful in all the media it is placed. Recently June 2018, Skimguard was featured in the Daily Mail, continuing to improve their returns.
Client reaction:
“We will now be looking to roll out this approach in as many publications as possible. We will also adopt this style for the stitched-in order form (Scotts November), and will incorporate some of this copy into the 1.3 million+ leaflets we will be distributing in our mailings over the coming months.
It’s nice to see something working well!”